The dynamics and influence of social media have changed the way organizations plan and execute crisis management strategies. While many of the ‘old rules’ remain the same, others have changed or have been thrown out the window altogether due to the power and speed of digital forces. The reality of operating in a social media environment means that a problem can become an issue, and an issue can become a crisis, in a matter of minutes.

One can look to many recent examples of this being played out online (and subsequently covered by traditional media) including a national airline’s overnight social media crisis when a terminally ill boy’s wheelchair was broken in transit, or a food manufacturer’s ineffective attempts to manage an online firestorm following Greenpeace’s viral criticism of its use of palm oil.

When dealing with a crisis, follow these guiding principles for incorporating – and leveraging – social media as a key element of your strategy:

1.      Have a social media crisis preparedness plan in place before you need it, including a team devoted to monitoring online activity. Many issues can be contained or mitigated if caught early.
2.      Ensure the crisis preparedness plan is supported by company-wide policies and ‘rules of engagement’ for those representing the company online. Guidelines should include such things as response time, tone and level of detail for an online response.
3.      Ensure your organization is able to effectively – and quickly – handle an online firestorm through established response channels such as a twitter account, YouTube channel or blog. Online stakeholders have higher expectations of organizations’ responsiveness than they used to.
4.      Remember that social media tools are critical in restoring and maintaining consumer trust.  Continue to leverage social media tools in the aftermath of a crisis to connect with stakeholders quickly and frequently.

Fast facts:
•       Canadians spend more time online than our counterparts in the U.S. – Canadians spend an average of 42 hours online per month versus 30 hours down south
•       Canadians visit YouTube more than the residents of any other country, spending 4.4 hours on the site per month and watching 147 videos
•       Twitter continues to experience triple digit growth.  In Canada, an estimated 13.5% of the population uses Twitter, nearly double the global average of 7.4%

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